OpenBet, one of the world's best sportsbook platform providers, has teamed up with TxODDS to add Tx Fusion, TxODDS's powerful data-delivery engine, to OpenBet's core Trading System. The goal of the partnership is to give sportsbooks in regulated markets faster and more accurate access to real-time prices and more information about the market.
OpenBet's operators around the world will be able to directly use TxODDS' ultra-low latency, multi-source odds stream as part of the deal. Lacerta Sports, the B2B analytics arm of Starlizard, has recently added analytics to the stream. This adds strong pricing models to the mix. When you put all of this together, you get a single infrastructure that provides coverage before and throughout the game, as well as synthetic and blended price options.
What The Top Executives Say
Thomas McGrath, Chief Revenue Officer at TxODDS, said, "We are excited to work with OpenBet to bring our Fusion data platform to a global operator ecosystem. We are working together to make the next generation of sports betting trading possible by providing real-time, high-precision, and scalable data that is available to all operators who want to compete at the top level in the OpenBet ecosystem".
Jason Ayton, SVP Strategy at OpenBet, said, "The OpenBet Trading System has become one of the industry's most powerful content aggregation networks. Our deep partnership with TxODDS is a great chance for both existing and new core Sportsbook & Trading System customers. By adding TxODDS' rapid, high-quality, and complete pricing features, operators get a big edge over their competitors. This helps them improve their pricing performance, optimise their margins, and make their offering stronger overall".
Why This is Important for Sportsbooks
In a time when sports betting companies compete on speed, data accuracy, and market depth, this partnership has a number of benefits:
- Unified feed and single integration: With OpenBet's platform, operators can connect TxFusion with only one installation instead of having to deal with various data feeds,
- Multi-source consolidation and ultra-low latency: The TxFusion engine combines odds from several bookmakers, markets, and models. It also provides quick updates (sometimes as low as 8–10 ms latency) and stronger data inputs,
- Wider market coverage: The feed covers both pre-game and in-play markets, as well as synthetic and modelled pricing. This allows for more flexible risk management and a wider range of market offerings,
- Access for smaller operators: OpenBet's platform is available in Europe, North America, Asia-Pacific, and other places, giving smaller regional operators access to data capabilities that were only available to tier-one sportsbooks before.
The Future of Sportsbooks and Trading Based on Data
The relationship is an indication of a bigger change in the sportsbook world: trading desks and pricing algorithms are now more dependent on data-rich infrastructures than on separate odds feeds. By integrating OpenBet's global architecture that meets regulatory standards with TxODDS' speed and depth of analytics, operators can better fine-tune their margins, deploy more flexible trading methods, and give end users better betting products.
As in-play betting becomes more popular and customers demand more immersive, real-time betting experiences, the speed of odds updates and the number of market types become important factors that set one company apart from another. So, this partnership fits with a future where sportsbooks are more than just places to establish odds; they are also data-driven systems that react to live events and market signals in milliseconds.
Outlook for the Evolving Sportsbook Landscape
As the relationship grows, OpenBet-powered operators will roll out the TxFusion stream in stages, starting with important sports and areas and then expanding to the rest of the world. The biggest problem will be making sure that the latency gains lead to real margin increases and that they fit into current risk management processes. This acquisition shows that platform flexibility, data sophistication, and operational scale are becoming more important for the industry as a whole. In summary, sportsbooks are changing more and more based on how quickly and precisely they can set prices and change markets. The OpenBet–TxODDS transaction is a clear move in that direction.